TooJay‘s first opened their doors in 1981. Their original location was in Palm Beach. They’re now celebrating 40 years of cooking up gourmet deli goodness in Florida.

Now on to their logo.

The TooJay’s logo is an example of a letterform with tight kerning that still works. Why does it work? Because the words remain readable.

The designer’s choice of a serif font helps. The serif’s “feet” provide a natural space between the letters even though they sit ankle to ankle.

Sometimes breaking design rules enhances the piece.